本文在梳理品牌战略的相关国内外文献和理论的基础上，利用波特的五力分析模
型对江苏龙达飞服饰有限公司品牌战略进行分析，研究发现，龙达飞品牌战略的现状
是：首先决策者对其定位不明确，业界对其认可度不突出，模式不够多元化，其次是
品牌管理水平较低，缺乏相应的规划，未来发展方向不明确。通过 SWOT 分析，得
出解决办法是提升企业的品牌战略，先是从决策者出发，确定恰当的品牌方案，不局
限于单一的品牌上，要做好多元化发展规划，并且注重品牌文化的内涵，同时不能只
考虑当前的利益，要通过品牌延伸，规划好未来发展模式，并通过正确对品牌进行定
位、严抓产品质量、注重人才队伍建设、优化经营管理模式、培育独特企业文化、借
鉴服装业知名企业的成功经验、积极探索品牌国际化路径等措施来实现
关键词：龙达飞；品牌战略；五力模型；SWOT 模型ABSTRACT
III
ABSTRACT
Jiangsu longdafei Garments brand construction has been developed more than ten years,
but lots of common problems exist, such as the small brand and weak innovation ability
and lack of core competitiveness. In the current complex national and international
economic environment, how to breakthrough development bottleneck and develop
Changshu unique brand way, then realize the second startup now is what the enterprises
and academics focus on. A serious problem which Jiangsu longdafei Garments Co., Ltd.
faced is: How to implement brand strategy, to highlight its own brand, improve
competitiveness.
After combing the brand strategy on the basis of related literature and theory at home and
abroad, Using porter&39;s five analysis model to analyze the internal and external environment
of jiangsu Long Dafei apparel co., LTD.,, this article found that the current status quo of
Long Dafei brand strategy are no clear: Decision makers on the first position is not clear,
the industry for its recognition is not outstanding, pattern is not enough diversity, followed
by the low level of brand management, lack of planning, the future development direction
is not clear. Through the SWOT analysis, it is concluded that the solution is to improve
enterprise brand strategy, first from the perspective of policy makers, determine the
appropriate brand plan, don&39;t confined to a single brand planning, should be diversified
development plan, and pay attention to the significance of brand culture, not only consider
the current interest at the same time, learn to brand extension, planning good future
development pattern，and realize it by making the right brand orientation, being strict
product quality, paying attention to the talent team construction, optimizing the operation
and management mode, cultivating unique enterprise culture, drawing on the successful
experience of garment industry well-known enterprises, exploring brand
internationalization path to implement.
Key words:Longdafei;Brand strategy;Five analysis model;The SWOT analysis model插图索引
V
插图索引
图 1.1 研究框架图..8
图 2.1 五力模型图14
图 2.2 SWOT 模型图.......16表格索引
VII
表格索引
表 3.1 知名服装品牌综合品牌战略实施情况......23
表 3.2 知名服装品牌多品牌战略实施情况..........24
表 3.3 江苏龙达飞服饰有限公司品牌战略五力分析表..24
表 3.4 江苏龙达飞服饰有限公司品牌战略的 SWOT 分析.........29目录
IX
目录
摘要....I
ABSTRACTIII
插图索引......V
表格索引....VII
目录.IX
第一章 绪论.1
1.1 研究背景 ..... 1
1.2 研究目的和意义 ..... 2
1.2.1 研究目的 ..... 2
1.2.2 研究意义 ..... 2
1.3 国内外研究现状 ...... 3
1.3.1 国外研究现状 .......... 3
1.3.2 国内研究现状 .......... 4
1.4 研究方法与思路 ..... 6
1.4.1 研究方法 ...... 6
1.4.2 研究思路 ...... 6
1.5 研究内容与框架 ..... 6
第二章 相关理论概述.......10
2.1 品牌的含义、特征及作用10
2.1.1 品牌的含义10
2.1.2 品牌的特征10
2.1.3 品牌的作用10
2.2 品牌战略的概念、内容和分类 .... 11
2.2.1 品牌战略的概念 .... 11
2.2.2 品牌战略的内容 .... 11
2.2.3 品牌战略的分类 .... 12
2.3 五力分析模型
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